Under Our Roof - Anywhere Real Estate
Role: Content Strategist & Project Lead
More than walls, a roof, and doors – the concept of home has evolved to become so much more than a place where our lives happen. Over the last several years, home has become a workplace for many people and increasingly, a place where we invest in our dreams and extend the opportunity to others.
Through the series, “Under Our Roof,” we will tap into how Anywhere employees have achieved their dreams of homeownership or are making their mark in the world of real estate.
Prepare to gain a sneak peek into the entrepreneurial spirit, creative approach, and strategic mindset of your colleagues. So, open your front door, and prepare to be inspired and entertained.
Objective:
As real estate culture gained pop-culture momentum through shows like Selling Sunset and rising agent visibility on social media, I saw an opportunity to infuse that same energy into our internal communications. The goal was to elevate our employees’ voices, celebrate their journeys, and bring the human side of real estate into the spotlight.
Strategy & Execution:
I pitched the concept, developed the series name - “Under Our Roof” - and took full ownership of content creation and workflow.
Wrote every feature, sourcing photos and stories from employees across the network
Managed the editorial calendar and approval pipeline
Collaborated with brand and platform teams to publish across LinkedIn and the Anywhere Real Estate website
The series offered a fresh, culture-forward lens that felt modern, relevant, and aligned with trends in digital storytelling.
Results:
During the first five months, the series delivered:
25,994 impressions
1,361 engagements
6.19% engagement rate
895 link clicks
1,221 pageviews
The series was one of the most engaging internal-facing campaigns during its run and helped set a new tone for culture-driven content at the company.
